Programmatic advertisers ramp up efforts to deal direct with publishers

04/23/19

As more advertisers set up their own ad tech deals, they’re taking demonstrable steps to ensure a larger slice of their programmatic ad budgets get directly to the publisher.

While the idea of closing the gap between advertisers and publishers is nothing new, the sheer number of intermediaries between the two has made it easier said than done. But as the likes of Hershey’s make peace with those vendors that help, rather than hinder, the performance of their ads, advertisers’ attention has turned to how to manage paying vendor fees without robbing the media seller.